Abstract
The main objective of this paper could be stated as to investigate the impact that shock advertisement brings to students while using culture as an influential factor. It can be said that this academic paper has three main parts: literature review, methodology and primary research. Throughout the literature review it was established that shock advertisement is a tool that I used within advertisement and marketing communication. With time it is becoming more and more popular. Although shock advertisement works by breaking through societal norms and surprising the target audience with vulgar or vial imagery or other aspects, while it is becoming more popular, people are more likely to be prone to the shock. Thus advertisers are using more offensive or insulting tactics to achieve their goals. There were studies examined that stated that shock advertisement can be deemed positive when it comes to students as an audience. However, there is a lack of research done on the negative impact or aspects shock appeal in advertisement brings. Shock appeal is usually used within sensitive or taboo topics; hence this research is based on them as well. Main issues arise throughout the literature review, that offensiveness of the advertisement can insult, cause distress or disgust and so not carry the intended information. Furthermore, culture can be deemed as one of the factors that can play an influential role. Researcher took upon 14 semi structure interviews to better answer the research questions, analyze the objectives and prove or reject the hypotheses. Throughout the research, the author came to a conclusion that although shock advertisements can be offensive or disgusting they are still more likely to carry out the intended information or the message. Culture can be seen as a factor when it comes to perceiving the impact or establishing intent to change attitudes or behaviour towards a harmful activity. However other factors were established as well that play crucial roles. Author keywords: Marketing communication, advertising appeals, shock appeal, shock advertising
